What is the bottleneck in the growth of the home projection market? Now that the micro-projection has matured, the LED light source has matured, and the laser source has matured (perhaps the prices of the latter two are still high), the technical bottleneck in front of home projectors is rapidly disappearing. However, this is not the reason why home projection can enjoy high growth.
Why do consumers need home projectors? This principle has been repeated millions of times: that is, consumers are eager to feel the impact of the big picture.
Moreover, audio-visual entertainment has never been able to provide high-definition, full-HD, 4K-class audio-visual programs suitable for oversized screen displays at a low cost and in a large quantity. Including satellite HDTVs, cable HDTVs, terrestrial wireless HDTVs, and online video, are changing the use of "projection" as never before.
The big picture is an inherent requirement of audio-visual entertainment, but only with a content source with sufficient clarity can the sensation of the big picture be manifested. To this end, we can provide the following evidence: In 2013, domestic sales of LCDs with more than 70 inches but 30,000 units; in 2014, more than 300,000 units, because 4K content came in this year - interaction in the application, price, content trinity factors Next, large-scale is becoming a typical choice for home entertainment.
So, can home projectors take a slice of it? In 2014, the overall projection market increased by only 10%, while home product lines such as micro-projection, home theater, and lasers have doubled in size—a sound resonance with the explosion of large-size LCD TVs.
Therefore, from the demand side, home projection products have approached a very high probability of a flashpoint. The home market, including micro investment, will be the largest independent market segment for projection products in the future with more than 1.5 million units. However, when it comes to projecting this dangling fruit at home, the projection industry may not be ready.
TV applications can't stay in concept
Projection in the home, how to use it? Instead of using it as a professional instrument, it must have the form, method, and convenience of home appliances. In the industry’s most frequent words, it is television.
Home projection is both a TV: This concept has been sang for at least seven or eight years. The concept of non-screen television, laser television, micro-projection TV has come one after another. Projection television technology, including miniature projection, laser light source/LED light source, ultra-short focus, and high-contrast screens, has already produced results. Hisense, Changhong and other color TV companies have also launched "projection TV" products. - It is the industry's undoubted consensus to sell home projections as TVs.
However, seeing the goal of television does not mean that projection has the meaning of television: There are three main points to note.
First, in terms of product form, TVs are products that can be used when they are bought. Projection requires the cooperation of the screen, host, and audio. In this regard, Hisense's plan is to provide "systematic" products. The realization of packaged sales of screens and mainframes is almost one of the standard strategies for laser projection products. However, this strategy has not yet been popularized on ordinary household projections and miniature projection products.
Second, on the form of channels, the distribution system of traditional projectors is far from ordinary people. If household projections are expected to exceed 1.5 million units, traditional channels will be the biggest bottleneck. Fortunately, the current e-commerce channel has been able to solve the problem of channel coverage of products. In terms of product installation, Haixin and other home appliance companies have certain advantages.
Third, on the application content, traditional projection products have hardly been televisiond yet. What is the core trend of current television applications? Internetization, web content dominates. Even the radio and television companies and radio and television networks have made great strides in the transition to the Internet. In the home projection product line, traditional products have not yet been intelligentized. Although most of the miniature projections are intelligent, they still do not have the level of color TV in the application ecology.
The content of the above three aspects shows that television projection of home projectors has many homework to do. If you merely keep good ideas in the slogans, then it will not only be of no benefit to the industry. On the contrary, it will cause consumers to feel that the “projection of cattle is blowing a lot†for a long time.
Integrate color TV ecology, it is the core proposition of home projection internet +
The color TV industry's Internet + pace is fast. Some studies have shown that TVs in the first-tier cities are on, and Internet content and traditional cable TV networks are already close to 1:1. This is inseparable from the rapid growth of smart TVs, the acceleration of broadband networks, and the growth of high-quality Internet exclusive content in recent years. And these three factors are still accelerating.
From a manufacturer's point of view, TV companies have many fans, a strong platform, and ample capital. They are in a dominant position in the Internet+, and they can even negotiate on cooperation with broadcasting companies and Internet content companies. In contrast, projection companies have become disadvantaged groups in the market and do not have the strength to play an organizer role in the industrial structure. The strength of this kind of manufacturer's end determines that the projection company does not create the ecology in the home projection Internet + route, but must strive to integrate into the ecology of the television.
For example, the positioning of Hisense's laser television projection products is both 100-inch and larger, home television and commercial markets, and large-size display products. This positioning has determined that laser television has an independent market segment and is a dual character that is necessary for the traditional LCD TV product line. In terms of product application experience, Hisense Laser TV completely inherits the content, software, and OS ecological chain of color TV products, achieving the consistency of application experience and color TV.
For projector manufacturers of non-color TV companies, they have entered the home projection Internet + strategy, cooperation with network content giants, and cooperation with video licensees are inevitable. The home-projection leading brand Optoma said that the content of Projection Internet+ must be inseparable from cross-border cooperation. At present, Optoma is initiating cooperation with video, shopping and payment platforms under the Alibaba system. For Optoma, both the customer and the market scale are the greatest advantages of traditional projection companies in comparison with innovative brands in the process of finding partners.
Based on the construction of the Internet + ecology, the future of home projectors will not only become TV-oriented in terms of form and concept, but also make it possible to achieve TV-based application experience. The seamless connection with the television content system will inevitably make the projection screen burst into a more powerful sense of experience.
Trinity, home projection internet + when proceeding
Product intelligence, content eco-TV, and channel e-commerce: This is the core connotation of home projection Internet+. Whether it's industry giants, emerging players, micro-investors, laser TVs or traditional projections, these three core issues cannot be bypassed.
The author believes that under the background of a significant improvement in the application experience, channel experience, and product experience, the domestic projection home market is in a booming stage under the trend of intelligent home, audio, Internet, and large screen. Projection manufacturers need to take the application as the main axis, use the Internet+ as a means, and rely on technological innovation and product innovation to build a battle for the home market.
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From the demand side, revisit the home projection market
Why do consumers need home projectors? This principle has been repeated millions of times: that is, consumers are eager to feel the impact of the big picture.
Moreover, audio-visual entertainment has never been able to provide high-definition, full-HD, 4K-class audio-visual programs suitable for oversized screen displays at a low cost and in a large quantity. Including satellite HDTVs, cable HDTVs, terrestrial wireless HDTVs, and online video, are changing the use of "projection" as never before.
The big picture is an inherent requirement of audio-visual entertainment, but only with a content source with sufficient clarity can the sensation of the big picture be manifested. To this end, we can provide the following evidence: In 2013, domestic sales of LCDs with more than 70 inches but 30,000 units; in 2014, more than 300,000 units, because 4K content came in this year - interaction in the application, price, content trinity factors Next, large-scale is becoming a typical choice for home entertainment.
So, can home projectors take a slice of it? In 2014, the overall projection market increased by only 10%, while home product lines such as micro-projection, home theater, and lasers have doubled in size—a sound resonance with the explosion of large-size LCD TVs.
Therefore, from the demand side, home projection products have approached a very high probability of a flashpoint. The home market, including micro investment, will be the largest independent market segment for projection products in the future with more than 1.5 million units. However, when it comes to projecting this dangling fruit at home, the projection industry may not be ready.
TV applications can't stay in concept
Projection in the home, how to use it? Instead of using it as a professional instrument, it must have the form, method, and convenience of home appliances. In the industry’s most frequent words, it is television.
Home projection is both a TV: This concept has been sang for at least seven or eight years. The concept of non-screen television, laser television, micro-projection TV has come one after another. Projection television technology, including miniature projection, laser light source/LED light source, ultra-short focus, and high-contrast screens, has already produced results. Hisense, Changhong and other color TV companies have also launched "projection TV" products. - It is the industry's undoubted consensus to sell home projections as TVs.
However, seeing the goal of television does not mean that projection has the meaning of television: There are three main points to note.
First, in terms of product form, TVs are products that can be used when they are bought. Projection requires the cooperation of the screen, host, and audio. In this regard, Hisense's plan is to provide "systematic" products. The realization of packaged sales of screens and mainframes is almost one of the standard strategies for laser projection products. However, this strategy has not yet been popularized on ordinary household projections and miniature projection products.
Second, on the form of channels, the distribution system of traditional projectors is far from ordinary people. If household projections are expected to exceed 1.5 million units, traditional channels will be the biggest bottleneck. Fortunately, the current e-commerce channel has been able to solve the problem of channel coverage of products. In terms of product installation, Haixin and other home appliance companies have certain advantages.
Third, on the application content, traditional projection products have hardly been televisiond yet. What is the core trend of current television applications? Internetization, web content dominates. Even the radio and television companies and radio and television networks have made great strides in the transition to the Internet. In the home projection product line, traditional products have not yet been intelligentized. Although most of the miniature projections are intelligent, they still do not have the level of color TV in the application ecology.
The content of the above three aspects shows that television projection of home projectors has many homework to do. If you merely keep good ideas in the slogans, then it will not only be of no benefit to the industry. On the contrary, it will cause consumers to feel that the “projection of cattle is blowing a lot†for a long time.
Integrate color TV ecology, it is the core proposition of home projection internet +
The color TV industry's Internet + pace is fast. Some studies have shown that TVs in the first-tier cities are on, and Internet content and traditional cable TV networks are already close to 1:1. This is inseparable from the rapid growth of smart TVs, the acceleration of broadband networks, and the growth of high-quality Internet exclusive content in recent years. And these three factors are still accelerating.
Smart TV Internet + applications should also be the future of home projection equipment. The attributes of display devices that are equivalent to those of televisions determine that the projection of the internet and the road of the television must be similar. However, this conclusion applies only to the application, not the manufacturer.
From a manufacturer's point of view, TV companies have many fans, a strong platform, and ample capital. They are in a dominant position in the Internet+, and they can even negotiate on cooperation with broadcasting companies and Internet content companies. In contrast, projection companies have become disadvantaged groups in the market and do not have the strength to play an organizer role in the industrial structure. The strength of this kind of manufacturer's end determines that the projection company does not create the ecology in the home projection Internet + route, but must strive to integrate into the ecology of the television.
For example, the positioning of Hisense's laser television projection products is both 100-inch and larger, home television and commercial markets, and large-size display products. This positioning has determined that laser television has an independent market segment and is a dual character that is necessary for the traditional LCD TV product line. In terms of product application experience, Hisense Laser TV completely inherits the content, software, and OS ecological chain of color TV products, achieving the consistency of application experience and color TV.
For projector manufacturers of non-color TV companies, they have entered the home projection Internet + strategy, cooperation with network content giants, and cooperation with video licensees are inevitable. The home-projection leading brand Optoma said that the content of Projection Internet+ must be inseparable from cross-border cooperation. At present, Optoma is initiating cooperation with video, shopping and payment platforms under the Alibaba system. For Optoma, both the customer and the market scale are the greatest advantages of traditional projection companies in comparison with innovative brands in the process of finding partners.
Based on the construction of the Internet + ecology, the future of home projectors will not only become TV-oriented in terms of form and concept, but also make it possible to achieve TV-based application experience. The seamless connection with the television content system will inevitably make the projection screen burst into a more powerful sense of experience.
Trinity, home projection internet + when proceeding
Product intelligence, content eco-TV, and channel e-commerce: This is the core connotation of home projection Internet+. Whether it's industry giants, emerging players, micro-investors, laser TVs or traditional projections, these three core issues cannot be bypassed.
The author believes that under the background of a significant improvement in the application experience, channel experience, and product experience, the domestic projection home market is in a booming stage under the trend of intelligent home, audio, Internet, and large screen. Projection manufacturers need to take the application as the main axis, use the Internet+ as a means, and rely on technological innovation and product innovation to build a battle for the home market.
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